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What is PYL?

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by

Salamat Sadykova

on 24 May 2014

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Transcript of What is PYL?

4 Implement new communication strategy
Image by Tom Mooring
3. Future Development
1 Change target
From too broad target 2030, young people to NEW 30s!
2 Change Brand portfolio
From I 30 Veloster and I40 to I 30 Veloster, Genesis Coupe and one leading model (SUV)
3. Change brand perception
Brand portfolio
Target Buyers
Promotion activities
TV Commercial
PR campaigns
PYL Web page
Problem 1: Targeting
was too broad
From Young People,
2030
Problem 3:
Brand Perception
Opening of new flagship
store in Gangnam
on May 9, 2014
2. Sale Personnel Development
Problem 4:
Communication
It was great commercials and promotions to
20’s
TV Commercials
PR
With one message through
various Media to NEW TARGET
Long term future plan (To-be)
Resource: Korean Automobile Manufactures Association
Sales
Show continuous decrease
Industry slowdown?
Domestic sales of Korean cars diminished by 4.3% in general
Hatchback sales percentage to total sales
Hatchback sales of imported car manufacturers' totals to c. 6% of whole sales.
1.What is
PYL
?

Premium
Younique
Lifestyle
Young Generation
2030
Resource: Hyundai Motors
Recommendation 2 - Restructure Brand Portfolio
+ Need one more leading model such as SUV!
Average age of getting the job is increasing
Recommendation 1: Re-target
To New 30's
Domestic sales by age
Biggest buyers are ages of 30s
and 40s
What cars 20s buy?
*20s register cars under parents name
Purchasing power
People in their
20s
can not
afford to
buy PYL car

Average marriage age
Problem 2: Brand portfolio
Survey Results
Survey Results
Perception level of features
Comparison of the degree of importance
when purchasing a car with PYL image
Survey overview on brand image
1. Brand image
2. Exterior design
3. Performance
Perception VS Fact
Performance comparison
PYL cars performance is good
External design test
Recommendation 3: Change brand perception
1. Dealership
Separate zone for differentiation
Training on PYL with special
emphasis on PYL models’ strengths
E.g: maintenance costs
3. Car delivery
with Zero mileage
4. Collaboration with famous tuning companies

83% of respondents stated that they do not know what D-Spec and Tuix are
5. Put PYL logo on car
Recommendation 4:
New brand
communication
strategy
Implementation control
1. Consistency
2. Delivering the
message properly
Be PYL
Promotions overview
5 Develop unique competitive advantages
The main reason is brand perception
Survey results
Income level
2. Problems and Recommendations
Conclusions
Response from public
TOO LATE
Problem 1: Target
Hyundai put all energy on young generation who would not buy PYL

Hyundai:
Image does not change that quick, but it will come
Resource: the Statistics Korea
Maintenance costs:
Domestic VS Imported cars
Be
P
roud of

Y
our

L
ife
Communication Channels
Carpool
Resource: Hyundai Motors

Idea:
Provide Kakao entry level and
low level managers with a car

Period:
6-12 months

Reason to start with Kakao Corp:
- broad network connections
- high media coverage
- high influence power
Strategy
Message
Full transcript